Hyundai's image has been vastly improved thanks to models like the Elantra and Sonata, but the company is reportedly considering a new sub-brand to separate its luxury cars from their mainstream counterparts.

Hyundai's image has been vastly improved thanks to models like the Elantra and Sonata, but the company is reportedly considering a new sub-brand to separate its luxury cars from their mainstream counterparts.

Under the plan, the company's rear-wheel drive vehicles would be marketed under the Genesis brand and adopt alphanumeric names. However, the models would still be sold at Hyundai dealerships instead of dedicated retail locations.

Speaking with Automotive News, Hyundai Motor America executive vice president of sales Dave Zuchowski said "There's a conversation going on within the company that says, 'Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?'" That's a good question and we're inclined to believe the latter, but Zuchowski said the company hasn't decided whether or not to create the sub-brand.

A decision could arrive by the time the next-generation Genesis and Equus are introduced in 2013 and 2014, respectively.

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